Communicating effectively to millennium children

Steve Mellor discusses research which indicates that brands must change the way they relate to children if they are to be successful in the kid's market.

Communicating Effectively To Millennium Children

Steve MellorRDSi

 

For the first time in its history, the 2002 winner of the UK's Whitbread prize for new books of all kinds was a children's book The Amber Spyglass, by Philip Pullman. Although...